Archive for Shopping

Shopping: From chore to pleasure

Shopping used to be a chore. Mom would send you to the neighbourhood store with a list and you would come back home, groaning under the weight of the groceries.

Today, for people like the author of Shop Diary, shopping is clearly a hedonistic pursuit – something to be savoured and enjoyed.

For this customer segment, products must be designed with cool features… such as jeans with triangle pockets.

This means that marketeers must design products that not only deliver basic functional value (what Kotler called hygiene factors) but also appeal to the senses through emotion-provoking design features with little or no functional value.

Also, shopping must be considered as an experience, not just a service, replete with super secret sales and other such attractive come-hithers.

Can products also provide experiences in stores? More on this later.

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